Lucky though its national industry, the sword of handheld policy support, but the potential development of the industry, performance fall. Regardless of the outbreak or death, lucky no third way you can choose!
Lucky behind the crash
March 21, lucky film (600135) of Black Monday, the company's stock jumped to $ 7.03 low opening, 1 hour after taking 6.36 yuanfeng died in plummeting. Not only is the result of the 1998 new low since its listing, but also fell below the issue price of $ 6.42. Turnover to over 350 million shares, are usually of more than 3 times. The next day, the unit up once again fallen stock soared to 650 million shares changed hands more than 5%.
If the stock market rise from some big environmental impact, Lucky's performance is sluggish and loss of investor confidence is the result of their stock prices. Although carry the banner of national industries, the sword of handheld policy support, but Lucky for national industrial rehabilitation road is not easy. Over the past three years, lucky profits decline. In 2000, lucky film's net profit is 2.1 billion net profit 2001 1.39 billion in 2002 was plunged from 1.24 billion in the first half of 2003, lucky film only realized net profit 4846 million over the same period last year and down 33%, under such circumstances, it seems that the joint venture is the only choice. With complex mental, in October 2003, signed with the lucky Kodak a 20-year agreement, the total value of us $ 100 million to Kodak's cash, technology, equipment for lucky film 20% of the shares. Lucky companies adhere to a brand, a controlling interest and operate three joint decision-making powers. Some say lucky victory, according to their own desires to complete the joint venture, but the situation is not so optimistic.
Joint venture of lucky in 2005 first-quarter sales slowing, this downward momentum from Q4 2004 is already visible. As a result of company performance prospects uncertain, some body jiancang. advance considerable Lucky film and Kodak joint venture, did not achieve the market expected results, lucky film of growth fell by market, reasonable.
Originally been pinned joint venture, unforgiving market performance fan a loud slap in the face, it appears that the joint venture of lucky and unlucky.
Performance that fall?
First of all be sure, the industry environment changes, digital cameras and other high-tech products of hot, the film was an unprecedented impact on the development potential of the entire industry is on the decline.
Kodak and lucky seemingly "wimp" joint venture, in fact, the implication of a great strategy. Kodak will focus on the digital business, the next three years will inject $ 17 billion to invest in research and development funding in the field of digital, two years will increase by 12%. All this indicates that Kodak is committed to risk everything to build a new digital age of Empire. In January 2004, Kodak announced in United States, Canada, Western Europe to stop sales of film cameras, digital photography-full steering. It seems that Kodak is making his own "posterior" future Kodak in traditional film only sell brand, not production.
But this is lucky not good news, because Kodak does not quit, but change the mode of production, but the Kodak brand advantage still exists, it is lucky most lacking. The price could have been lucky to participate in the competition of the best tools, but unfortunately, Kodak's price and promotions, the consummation post-sale service system and good brand image, lucky has become cheap low quality, in large and medium-sized cities basically there is no market, only some price-sensitive buyers is attractive.
On the one hand, the industry of atrophy, on the one hand, the competitors continued to suppress, lucky to survive the continuing deterioration in the environment.
National brand is not decided by the feelings
Lucky seeking joint venture of the way, it should be said from 1997 and has already begun, but has always adhered to the "independent brands, holding, management" three principles, so has not started. Lucky people who has been hailed as a national industry standard, but now this banner, already faltering. "Anger their misfortune, mourning its indisputable", I am afraid we are such a national brand but of a State of mind.
Now, in the beverage market, domestic 8 large beverage company has seven are Coca-Cola, Pepsi-Cola beverages in incorporation, bicarbonate type, foreign brands on the market share of 90%, domestic brand only jianlibao; in detergent on the market, the annual national 4 large Super-8 million tons of detergent powder factory has been foreign ate three; the food, pharmaceutical industry, foreign brand market share has reached 30% to 40%; tire rubber industry, foreign investment have acquired many large manufacturers and forming monopolies; beer industry, with an annual output of more than 500 million tons of ventures rate has exceeded 70%; photographic industry; most are Kodak acquisition.
In the spring tide of foreign acquisitions, many of those people familiar brands such as dynamic 28, Panda detergent powder, Yangzi, fragrant snow sea refrigerator, tianfu Cola, Shanghai Automotive, white detergent, Arctic bicarbonate type drinks are foreign companies into "limbo".
On a national brand of feelings we all have, but the market is not about feelings, consumers are not nationalists, not because you are a domestic I use your product. This depends on the enterprises themselves do channels, brand, rely on our own talent and technology.
Very Cola's counterattack, it can be said for the national industry and multinational competition provides some experience. Very Cola and Coca Cola, Pepsi, and not positive, but chose the small and medium-sized cities and the countryside, surrounded by countryside, making urban strategy is Cola caught in existence, while in the big cities are also unable to compete with the music, but after all, already has a considerable reputation, have their own branding and positioning.
TCL purchasing Thomson, Lenovo acquisition
IBM's PC business unit, also gives us a new way of thinking, but what is certain, domestic enterprises to counterattack, or strategic counterattack, the first thing to do is to strengthen internal management, develop their own high-quality talent, not solved both problems, is not likely to back a success.Technology can make lucky lane
According to professional and technical personnel, Kodak color film's core technology is a photosensitive material formulations and manufacturing processes. This is one of the main content of a joint venture. Lucky can be had in hand, is not yet known. Even if it gets, how to assimilate, also is the problem. Lucky only academician Zhou Jing for decades has been committed to the prescription, have not reached the Kodak standards. "If Kodak will be dozens of raw material formula exactly telling lucky, lucky you will be using your own brand in China market beat Kodak." Lucky an engineer said.
Lucky always hope for the joint venture after the introduction of advanced technology and production line, but in my view: this is a misunderstanding that he was lucky not to see for yourself what is really lacking, still at the level of technical success, not seen, for ordinary film, the technology is not the first place.
First, digital imaging, graphic arts and printing systems, as well as Office Imaging information system and other high-end products, Kodak is not possible to easily transfer, in the face of global escalating fighting in the digital realm, on lucky, it seems only spectators. The intent of the joint venture from both sides and Kodak's stratagem, Kodak but want to become his lucky OEM production line, never without holding the own high-end technology transfer to lucky.
Secondly, the equivalent of technology, the lucky backward is the ability to build channels. Some say lucky film washing out of photo color is not very good, in fact, it is necessary for developing potion and papers, which would require stores to improve photo quality. Kodak print shop in China have 8600, but Lucky for print shops it is said that only a few hundred, but also in the big city almost do not see the print shop. lucky Kodak Company a few years ago started to buy film sent the camera's activities, there are "90% when the boss" program, currently about 10000 Kodak influx of franchise stores, making it originally had the lucky market decline. The joint venture of lucky not to channel integration with Kodak, you can see that the Kodak agreed a joint venture of the real motive is the first Beach, then by ear.
Furthermore, lucky really missing is not a technology, but rather the ability of the brand. For ordinary people, the film is a consumer packaged goods, a twenty dollar prices, consumers are not sensitive, lucky and the quality of the Kodak, Fuji and not big difference, but the key is the brand positioning and image to consumers feeling lucky brand, has not improved, except for a few years ago a lucky CCTV ads hit, now Basic has no advertising. Enterprise's brand positioning have been unclear to consumers feeling is homemade, cheap, low quality, the brand image to be able to compete with Kodak, Fuji?
How to face the crisis of lucky
First of all must be strategic adjustments must recognize the decline of traditional film industry, enterprises must carry out a new strategic orientation, seeking new growth points. If this sector has been the high-growth, then lucky will definitely live very well, but now the situation is that the digital products (DV cameras, cell phones, etc.) may gradually replacing the traditional camera, the traditional film industry is a huge challenge. When the IBM PC side lost to Microsoft, Apple lost to HP, now the SONY in digital music player has lost to Apple, the enterprise if you are unable to cope with the rapid pace of change in the environment, and powerful enterprise may lag behind even be eliminated. Lucky you can aim at the third world countries, significant strategic transformation. Such as TCL, facing domestic TV market saturation, they open a new plant in Viet Nam, and into the Southeast Asian market, selling extremely well; in addition, the motorcycle business in China are in third world countries have received new development.
Secondly, lucky must strengthen their brand, and not focus on technology. When Lenovo's "African tech" strategic positioning, although questioned, but that proved to be in line with China's national conditions, you may make with these giants facing competition, you only have to do is take this market get their own hands, take the market digested, doing fine, build your own brand, we're sure to have your own world. Even if lucky won the Kodak technology, if you do not have a superb channel integration capability and capacity, same brand could not compete with Kodak.
Third, lucky you must make a new market segment, occupying their own market segment. Lucky had sees itself as "the most expensive film", this location is not bad, but cheap cannot be equated with low quality, be sure to change through advocacy, most consumers of a misunderstood. Also, lucky in small and medium-sized cities and rural markets, must strengthen its positioning and promotion, if even this position were lost to Kodak and Fuji, that's really no saved.
Outbreak or death, lucky no third way you can choose!
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